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Research Article

JCR. 2020; 7(16): 990-996


STUDY OF PURCHASE INTENTION TOWARDS SKIN CARE PRODUCTS BASED ON BRAND AWARENESS AND BRAND ASSOCIATION

Mohd Farid Shamsudin, Sallaudin Hassan, Mohd Fikri Ishak, Zulkarnian Ahmad.

Abstract
The purpose of this study is to measure the relationship between brand associations and brand
awareness towards customer’s purchase intentions on the skin care products. There are many type and categories
of skin care products available in the markets. Most of the market leader was reputable brand from overseas
which have been outstanding in market for more than 2 decades. This study is expected to provide information to
local brand that is competing with the large and popular brands in producing their market share. This survey used
self-administered questionnaires for data collections. 450 questionnaires were distributed to customers at 5
shopping malls in 3 major cities in Malaysia. Convenience sampling was used and data collected were analysed
using structural equation model to perform the measurement model and structural model. The results indicate
that both brand associations and brand awareness were equally significant towards influencing customers’
purchase intentions. Market players in the industry should focused more on the brand associations and brand
awareness as both were found to be significant for the increase sales and revenue.

Key words: Brand awareness, Purchase intention, Brand association, Skincare products


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